Actors IU and Park Bo-gum have been named the "2026 Korea Representative Ad Models" by professionals working in the country's advertising and marketing industry. The result, based on a comprehensive assessment by industry experts of factors such as the likelihood of being used in actual ad campaigns and brand influence, is regarded as an indicator of preferences in the advertising market.
The Busan International Marketing & Advertising Festival (MAD STARS) said Wednesday that IU and Park Bo-gum were selected as the top female and male representative ad models, respectively, in a survey conducted from March to April this year among workers in the domestic advertising and marketing industry. The survey evaluated three categories — representative ad model, rookie ad model, and creator — based on criteria such as potential use in actual ad campaigns, brand influence, and popular reach.
IU has proven her unrivaled brand power, being selected as the representative female ad model for three consecutive years since 2024. She has earned high trust from the advertising industry, maintaining steady popularity as a singer as well as through her acting career, including the Netflix drama "When Life Gives You Tangerines" and the MBC drama "The Grand Lady of the 21st Century."
Park Bo-gum was selected as the representative male ad model for the first time this year. After broadening his acting spectrum through the dramas "When Life Gives You Tangerines" and "Good Boy," he received high marks for building an approachable image through the KBS music program "The Seasons - Park Bo Gum's Cantabile" and the tvN variety show "Bogum Magical."
In the rookie ad model category, actors Ko Youn-jung and Park Ji-hoon were each selected. Ko showed a refined image and stable presence playing global top star Cha Mu-hee in the Netflix series "Can This Love Be Translated?" She then continued to draw public attention by appearing in JTBC's "Confidence Queen."
Park Ji-hoon greatly expanded his public recognition by playing King Danjong in "The Man Who Lives with the King," which drew 16.9 million viewers this year. Having also been recognized for his potential as an actor by winning the Best New Actor in Film award at the 62nd Baeksang Arts Awards, Park expanded his range of activities through an Asia fan-con tour visiting 11 cities including Japan, Malaysia, and Vietnam, followed by comedic acting in the TVING original drama "Becoming a Legendary Cook."
In the creator category, entertainer Lee Su-ji and Kim Sun-tae, known as "Chungju Man," took first place. Park Tae-yeol, executive chairman of MAD STARS, said, "It carries great significance in that actual advertising and marketing professionals directly made their choices based on the likelihood of campaign use and brand influence."
Meanwhile, the "2026 Busan International Marketing & Advertising Festival (MAD STARS 2026)," sponsored by the Ministry of Culture, Sports and Tourism and the city of Busan, will be held from August 26 to 28 under the theme "AMPLIFY" at Signiel Busan and the surrounding Haeundae area in Busan.
